At Mobile World Congress 2026, Telefónica reinvented its presence at one of the world's most important technology events. The goal was to bring its new brand narrative, Ready for Next, to life in a space capable of expressing innovation, leadership and connection through an immersive experience.

Experientia developed an end-to-end concept in which architecture, content and technology worked under a single narrative. The central agora and the large 15-metre-diameter audiovisual ring, The Blue Ring, became the space's iconic element, turning the stand into an open, dynamic environment recognizable from anywhere in the hall.

The result was an experience that redefined Telefónica's role at MWC, turning the stand into one of the event's most visited and recognized spaces. A project conceived to spark conversation, boost interaction with attendees and reinforce the brand's positioning through design and innovation.